Viewers of Russia’s friendly soccer match against Iceland last week were treated to an unusual sight – several vodka and beer brands were clearly advertised on the sides of the field. As the match took place in Spain, Russia’s alcohol producers found a way around the total ban on alcohol advertising effective since mid-2012. A total of 10.3% of Moscow’s adult population watched the game, according to TNS Russia.
Efes chairman Kirill Bolmatov commented that the “Stariy Melnik” beer brand has sponsored Russia’s national team for many years and that was the reason behind the advertising. No Russian laws were broken as “the match didn’t take place on Russian territory,” he said.
First published in RBC Daily.
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